杭州农家乐旅游发展现状及对策研究

发布时间：2018-05-17 17:50

本文选题：农家乐 + 旅游经济　；参考：《四川农业大学》2012年硕士论文

【摘要】：农家乐旅游是以体验原滋原味的农家生活为目的的一种较为流行的旅游休闲活动。国内农家乐旅游兴起于20世纪80年代,特别是20世纪90年代中后期实行“黄金周”假期以来,农家乐开发骤然升温。农家乐旅游是经济、社会、文化发展到一定阶段的产物,是农业产业结构调整、城乡消费结构升级换代的一种自然现象,是旅游业中的重要组成部分,是农民增加收入的重要途径。发展农家乐是推动我国农村经济发展、调整农村单一经济、建设社会主义新农村和完善旅游市场不可或缺的亮点。本文以杭州农家乐旅游为研究对象,在参阅大量国内外相关文献研究的基础上,分析了农家乐旅游产生的背景、原因及意义,通过对杭州部分地区农家乐旅游景点的实地勘察、问卷调查,结合杭州地区地理位置、环境、交通、资源、技术、管理等方面的情况,进行实证分析,从而来探讨杭州市农家乐旅游发展的策略。杭州是著名的旅游城市,其自身丰富的旅游资源为农家乐开创了条件,进一步开发杭州市农家乐旅游资源,不仅可以更好地发展杭州旅游业,也可以为研究社会主义新农村课题拓展思路,为促进农村劳动力转移和农村经济发展具有一定的指导作用。全文共由四个部分组成。第一部分介绍农家乐旅游产生的背景、原因及意义。第二部分介绍杭州农家乐旅游的现状,通过实地调研与问卷调查分析农家乐发展过程中存在的问题。指出旅游产品同构现象严重,开发无章,发展无序,活动单一,发展后劲不足。第三部分采用SWOT分析法全面分析杭州发展农家乐旅游的优势、劣势、机遇与挑战。第四部分针对杭州农家乐发展过程中存在的问题提出相应的对策与建议。通过研究,本文从杭州地区农家乐旅游产业实际情况出发,有针对性地提出了政府引导、政策支持,科学规划、规范管理,开发与保护并举,健康、有序发展农家乐；突出特色,打造品牌,实现错位经营、差异化发展,以特色增魅力,促进农家乐可持续发展；强化管理,培养人才,政府牵头,联合专业院校培养高、精、尖的农家乐经营管理人才；加强营销力度,拓展营销渠道,利用各种平台推广农家乐,做大品牌,扩大影响,开拓国内外市场。
[Abstract]:Nongjiayue tourism is a popular tourism leisure activity aimed at experiencing the original taste of rural life. Nongjiale tourism in China rose in the 1980s, especially since the "Golden week" holiday was implemented in the middle and late 1990s, the development of Nongjiale has suddenly increased. Nongjiale tourism is the product of economic, social and cultural development to a certain stage. It is a natural phenomenon in the adjustment of agricultural industrial structure and the upgrading of urban and rural consumption structure. It is an important part of tourism. It is an important way for farmers to increase their income. The development of Nongjiale is an indispensable bright spot to promote the development of rural economy, to adjust the rural single economy, to build a new socialist countryside and to perfect the tourism market. This paper takes Hangzhou Nongjiale tourism as the research object, on the basis of referring to a large number of domestic and foreign related literature research, analyzes the background, causes and significance of the Nongjiale tourism, through the field survey of some parts of Hangzhou Nongjiale tourist attractions. According to the situation of geographical location, environment, transportation, resources, technology, management and so on, this paper makes an empirical analysis to explore the strategies for the development of agricultural tourism in Hangzhou. Hangzhou is a famous tourist city. Its rich tourist resources have opened up conditions for Nongjiale. The further development of Hangzhou's Nongjiale tourism resources can not only better develop Hangzhou's tourism, It can also be used as a guide for the study of the new socialist countryside and for promoting the transfer of rural labor force and the development of rural economy. The paper consists of four parts. The first part introduces the background, reasons and significance of Nongjiale tourism. The second part introduces the present situation of Hangzhou Nongjiale Tourism, and analyzes the problems in the development of Nongjiale by field investigation and questionnaire survey. It is pointed out that the phenomenon of isomorphism of tourism products is serious, the development has no rules, the development is disorderly, the activity is single, and the development stamina is insufficient. The third part analyzes the advantages, disadvantages, opportunities and challenges of Hangzhou's development of Nongjiale tourism by SWOT analysis. The fourth part puts forward corresponding countermeasures and suggestions to the problems existing in the development process of Hangzhou Nongjiale. Based on the actual situation of agricultural tourism industry in Hangzhou area, this paper puts forward the government guidance, policy support, scientific planning, standardization of management, development and protection, healthy and orderly development of agricultural music; Highlight characteristics, create brands, achieve misplaced management, differentiated development, increase charisma with characteristics, promote sustainable development of farm music, strengthen management, train talents, take the lead by the government, and combine professional colleges and universities to cultivate high and fine, Strengthen marketing, expand marketing channels, use various platforms to promote Nongjiale, make a big brand, expand influence and open up domestic and foreign markets.
【学位授予单位】：四川农业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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